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February 27, 2017

Perth Digital Marketing: Maximising Your Results

Reading time: 7 minutes

So you’re looking for Perth Digital Marketing? Digital marketing is defined as the marketing of products or services using digital mediums to reach the most relevant target market. Its key objective is to promote a brand through the most optimal digital channels. In regards to a digital marketing strategy its purpose is to provide consistency in the direction for an organisation’s online activities so that they are in line with other marketing activities and overall business objectives.

Traditional marketing and digital marketing are very similar in a sense that they both aim to:

  • Give all digital marketing activities direction for the future.
  • Analyse the organisations internal resources, external environment and its capabilities to inform strategy.
  • Outline digital marketing objectives and help support marketing objectives.
  • Provide a variety of strategic options to achieve digital marketing objectives and to create a differential competitive advantage that is sustainable.
  • Address the target markets, discover where it is positioned in the market and discover how it fits in the marketing mix.
  • Address the strategies not worth pursuing and determine which tactics are not suitable to implement.
  • Specify the deployment of resources and organisational structure to achieve the strategy.

A digital marketing strategy defines how a company should establish channel-specific objectives and develop a differential channel- proposition that is in line with characteristics of the channel in use and the target market’s requirements. The strategy should focus on how to exploit this channel to support existing marketing strategies and how it will harness its strengths and manage its weaknesses. Organisations should also focus on using it in conjunction with other channels as part of a multichannel marketing strategy. The multichannel marketing strategy will outline the different marketing channels and integrate them to support each other in regards to proposition development and communication.

When analysing the scope of a digital marketing strategy it is important to consider a broader focus then just the development of website functionality. Although a website may be a central part of a digital marketing strategy, broader issues should be examined. A digital marketer should consider how to:

  • Harness the benefits from teaming up with bloggers, social networks and other online intermediarys.
  • Harness the websites user generated content, and main social media platforms such as Facebook, Google, LinkedIn and Twitter.
  • Use tools such as email, mobile, apps and customer relationship management tools to integrate with other marketing communications. When developing a digital marketing strategy, business processes may need to be redesigned to integrate with suppliers and distributors in new ways. This can occur when companies align online strategies with business goals. For example, to satisfy a business objective on cost reduction and value chain efficiencies a business to business supplier may turn to the internet to sell their products via the internet to reduce service calls. A company may also use extranets to partner with distributors and satisfy an objective of channel partnership. In regards to satisfying communication and branding objectives companies may decide to develop a website to help service their customers. Digital marketing blends together with various elements of marketing and information technology strategies. A common element that digital marketing has with marketing is that they both must determine the best value proposition to offer the target market and figure out a way to integrate with other channels to achieve the strategic goals and objectives. A digital marketing strategy also has similar concepts to an IT Strategy where they both involve determining the most appropriate investments in software and hardware technology and resources to improve customer experience and provide an infrastructure to achieve better results from digital channels. However, media channel selection becomes a greater strategic decision when developing a digital marketing strategy. In traditional marketing media was based on its ability to deliver the objectives of a specific promotional initiative. In the case of digital marketing strategies and selecting media investments they often require a longer-term view as the strategies used to attract visitors to a website are often continuous or “always on” activities.

When it comes to shaping the experience of your brand, marketing strategy and in particular, digital marketing, is integral to the process. Whilst it may be tempting for many businesses to simply churn out any digital marketing, this is one of the worst things that you could do. Anyone can market… but to market effectively takes skill and expertise, and should be carefully considered.

Since 2016, the top five channels for digital marketing have been (in fluctuating order of priority):

  • Email marketing
  • Social media marketing
  • Online display marketing/remarketing
  • Mobile
  • Search Marketing

Individually, any and all of these tactics can be effective and when used in conjunction with each other (especially when tied to a clever campaign), they can be even more powerful. Email marketing is now more effective and targeted than ever. A killer social media strategy can help you build customer loyalty like never before. Display ads and search marketing can put you (quite literally) on the map and with retargeting allowing you to pursue lost connections and win them over (in a way that adds value), businesses have unprecedented opportunities to scale, upgrade their profitability and chase success.

The beautiful thing about digital marketing is the supreme measurability – they all work and with the right tools and understanding, businesses can learn exactly why they work and how to apply this to their growth plan. This, in turn, can then generate revenue and engagement that benefits not only your bottom line, but your overall brand experience.

Here’s why digital marketing is so powerful – and will only continue to grow in abilities and influence – in 2018:

  1. Digital marketing is more cost effective (generally speaking) than traditional marketing.
    Although traditional marketing, when used cleverly, is still immensely effective, without true measurability businesses are flying blind. Digital marketing provides businesses with opportunities to compete and leverage industry trends, providing them with a more cost-effective channel that allows them to understand why their customers may react to certain triggers. Especially for small businesses who previously would not have had the means to market themselves via expensive TVCs or radio campaigns that they couldn’t measure, the playing field has now been significantly levelled. Whilst some businesses may view this as a threat (with other businesses now on their turf), it makes industries more competitive and ultimately drives consumer value. With the consumers of today being as discerning as they are, this is ultimately a good thing.
  2. Digital marketing delivers on conversions and revenue.
    To market your products, services or business online, you will generally measure success by the percentage of incoming traffic that’s converted into leads or sales (depending on your purpose and goals). Higher conversion rates will deliver higher revenues and, in turn, enable greater growth and sustainability. A 2016 Hubspot survey identified that businesses who engage in digital marketing expect 2.8x better revenue growth than those who did not.
  3. Digital marketing enables closer interaction with your target audience.
    The opportunity to interact with target audiences (and have them come to you!) is vital to growth. Engagement is what your customers expect to receive from any brand or business and, as shaped by your brand experience, dictates whether they’ll be a return customer and brand advocate. This is why it’s crucial for businesses of all sizes to have a risk mitigation plan in place for any interactions that take place on and off line. Every engagement with your target audience is either drawing them closer or pushing them away… and digital marketing allows you to test, measure and improve this. Not only this, but by catering to the mobile customer (which now accounts for almost 80% of most business’ web traffic) you’re enabling 24/7 brand interaction. That’s a very powerful thing.
  4. Digital marketing allows you to build trust in your brand.
    Brand reputation management has always been an important yet delicate balance for any business… but now, opportunities are greater. This is because the power of digital marketing lies in its ability to attract targeted leads. Delivering on your brand promises to highly targeted audiences will allow you to rapidly build trust, reputation and as such, faster (and at a larger scale) attract more like-minded audiences. Social media and citizen journalism also now means that consumers trust the opinions of their peers more than anyone else, so developing loyal relationships and converting consumers to brand advocates (to do the selling for you – without even deliberately doing so) is a fantastic asset. Social signals also are a key ranking factor in SEO now… so building these social relationships increases your overall brand visibility.

Feeling overwhelmed? Don’t worry, we’re here to help. Contact us today and let us help solve your digital marketing problems.

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